YouTube and Netflix more important to millennials than Cadbury or Ben & Jerry's

Netflix: big hits like 'Making a Murderer' kept the streaming service popular among millennials
Netflix: big hits like 'Making a Murderer' kept the streaming service popular among millennials

Netflix and chilling is a more popular pastime than snacking, if new YouGov data is anything to go by.

YouTube, Netflix and BBC’s iPlayer are some of the most popular brands among British 18- to 24-year-olds, making streaming services more popular than the delights of Ben & Jerry’s or Cadbury.

According YouGov, YouTube and Google were rated as the best brands in the last 12 months among British millennials. Cancer Research, Netflix and BBC iPlayer round out the top five brands.

It found more streaming services entering the top ten brands this year, at the expense of more established brands.

Other popular brands included Spotify and Amazon, which pushed British Airways, Ben & Jerry’s, Cadbury and BBC One out of the top ten.

Seven of the top ten brands are now tech and media players, with PayPal also entering for the first time after its ‘New Money’ campaign in February. Neither Apple nor Samsung appear in the top ten.

Other strong performers included Tesco, which saw its score leap from 18.1 to 25.9, though the supermarket remained in 82nd place., WhatsApp and Google Play also saw improvements in brand performance.

YouGov tracked brand sentiment daily over the last 12 months, giving brands a score based on a number of factors including ad awareness, social buzz, satisfaction and reputation. The polling company said nearly 4,000 interviews are taken every day for its BrandIndex service, drawn a pool of 400,000 people.

YouGov poll's top ten brands of 2016

1. YouTube

2. Google

3. Cancer Research UK

4. Netflix

5. BBC iPlayer

6. Spotify

7. Amazon 

8. Heinz

9. Paypal

10. MacMillan Cancer Support

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